//Amazon Music
The Stage is Yours
art direction
UX/UI Design
Happy to see you here! I'm a Creative Lead, Art Director and UX/UI Designer based in São Paulo, working in digital communication since 2006.
Most recently I led a team of 30+ creatives at WPP Production, on accounts like Oracle, Google, Zurich, Dyson and JTI, and on joint projects with WPP agencies in London and New York. Before that I ran the studio at Swordfish Brasil and led creative teams at McCann Health, Oliver and Reprise. Along the way I've worked with teams in the US, UK, Australia and Chile, which taught me that the hard part is rarely the idea — it's getting a large, distributed team to deliver it at the same standard, every time.
That's where most of my attention goes: hiring and mentoring people, and designing production workflows that pair generative AI with human craft. Not to replace the craft, but to protect it — so the team spends its time on the thinking, not on the repetition.
Leading a team doesn't change what good work looks like. It changes how many people you need to bring with you to get there. I believe in design with purpose, built on clear goals, real results and people at the centre.
I'm currently open to new roles and selected projects. If you're building something, I'd like to hear about it.
Role/ Creative lead for the campaign, from concept to final delivery
Company/ Oliver
Context/ In 2021 the world was still suffering the consequences of the COVID-19 pandemic, especially the tourism sector, with many restrictions in place and recommendations to avoid traveling. In the second half of 2021 we went through a more optimistic moment, with a slow but steady recovery in travel plans, looking towards 2022.
Idea/ With this in mind, we proposed a different Black Friday, playing with the concept of "going back in time", both in terms of travel habits and prices, offering the same prices as in 2019.
To materialize this, we created a visual inspired by the "Back to the Future" movie series, with a retro-futuristic aesthetic that references the 80s, and a "portal" that opens in predetermined periods with highlighted offers.
Results/ The campaign was a major success, being the Black Friday campaign with the highest number of sales in Azul's history, and helping to consolidate the brand as the top of mind of 2021, within the airline industry.
Role/ Art direction and UX/UI design for the site first proposal
Company/ McCann Health
Context/ Xeomin is a cosmetic treatment produced by Merz, used to reduce the appearance of fine lines and wrinkles. Developed in partnership with scientific authorities in Latin America and Europe, it is built to a different safety standard. The product, however, is still not widely known among the general public or even among doctors — creating the need for a campaign to introduce the treatment, alongside educational material for HCPs on its correct usage.
Idea/ To educate and advertise its benefits and uses, we created a learning hub focused on professionals working in the health and beauty field. The idea is a learning platform where users can explore new studies, watch lectures from leading names in the field, be notified about upcoming events and network with colleagues, creating a community around the subject.
Role/ Art direction and visual concept.
Company/ McCann Health.
Context/ Brazil is the biggest country in South America, with a territory of more than 8.5 million km². Unfortunately, it’s also a country with many social problems, including isolated communities that don’t have access to essential services, such as basic sanitation and health care.
Idea/ We created a project that gives access to medication and health services to these communities, and at the same time, map uncharted territory using Google Maps technology in partnership with real life rally drivers, accessing difficult terrain with rally vehicles loaded with medications and supplies.
Idea/ Logo design and campaign adaptation for the Brazilian market
Campaign/ McCann Health
Context/ Chronic kidney disease is a silent condition: many people, especially those aged 50 and over, don’t know they have it until it reaches an advanced stage, when treatment becomes far more complicated and expensive. Diabetes is one of its leading causes — yet most diabetic patients are never told their kidneys are at risk. We needed an effective way to warn patients who aren’t aware of that risk, and to reach the HCPs who would support and guide them.
Idea/ We created an awareness campaign built around the importance of early diagnosis, aimed at two audiences. For patients — particularly older adults and those already living with diabetes — the message was that kidney damage builds silently, often as a complication of a disease they already know they have. For doctors, the call was direct: order the specific tests that detect kidney abnormalities before symptoms appear.
Idea/ Art direction from concept to final key visuals, developed alongside my studio lead role. The illustrations were built entirely with generative AI, with the campaign concept developed with the agency's creative director
Company/ Swordfish Brasil
Context/ Rheumatoid arthritis affects almost 1% of Brazil's population — up to 2 million people, most of them women. Its cruelest symptom never shows up in a diagnosis: morning stiffness. A daily reset where the body simply refuses to move. Brushing your teeth. Getting out of bed. Actions everyone takes for granted become small, painful battles, every single morning. And most of the country has no idea this disease even exists.
Idea/ Instead of showing pain, we showed it the way patients actually feel it: as if their bodies had turned to stone overnight. A cartoon universe where joints freeze mid-motion and limbs go rigid, turning simple routines into absurd, sculptural struggles. By trading clinical shock for playful illustration, we made people want to look closer — and stay long enough to understand. No graphic imagery, no gloom. Just a strangely funny, deeply human way of saying: this is what waking up with rheumatoid arthritis feels like.
